Question 1
USA Today, Sports Illustrated, and Tonight Show with Jay Lenoare all examples of:
media strategies.
media that have sweeps periods.
media vehicles.
communications decoders.
physical distribution channels.
1 points
Question 2
_____ is the measure of the number of different audience members exposed at least once to a media vehicle.
Frequency
Reach
Viewer number
Coverage
Exposure
1 points
Question 3
_____ are plans of action designed to obtain specific media objectives.
Sweeps periods
Programs ratings
Media strategies
Media vehicles
Recency planning
1 points
Question 4
_____ is the number of times a receiver is exposed to a message in a given time period.
Potency
Reach
Coverage
Frequency
Mediatronics
1 points
Question 5
The media plan is a guide for:
development of specific creative objectives.
media selection.
sales and marketing forecasts and potentials.
marketing research activities.
observation studies.
1 points
Question 6
A commercial that places the strongest points at the end of the message assumes a ____, whereby the last arguments presented are the most persuasive.
recency effect
primacy effect
sleeper effect
credibility effect
compliance hierarchy
1 points
Question 7
A(n) _____ doesn't actually deliver a message but draws attention to and/or enhances the appearance of the ad.
direct source
indirect source
message shaper
source mirage
source echo
1 points
Question 8
The tendency of a commercial to lose its effectiveness when it is seen repeatedly by viewers is known as:
repetition.
the qualitative effect.
wearout.
commercial reactance.
frequency overexposure.
1 points
Question 9
Which of the following statements is true about the use of corporate leaders as advertising spokespersons?
Many companies believe the use of a company president or CEO is an ineffective way of expressing the company's commitment to quality and customer service.
Only major Fortune 500 type companies use corporate leaders as spokespersons.
The use of corporate leaders as spokespersons can create problems if the firm's image becomes too closely tied to this individual.
Corporate spokespersons are ineffective for consumer products.
Corporate spokespersons improve the message source image but have no effect on its trustworthiness.
1 points
Question 10
The _____ score indicates the percentage of the people who have heard of the endorser or the performer.
Familiarity
attractiveness
Similarity
one of my favorites
Q rating

Solution Description

Question 1

USA Today, Sports Illustrated, and Tonight Show with Jay Lenoare all examples of:

media strategies.

media that have sweeps periods.

media vehicles.

communications decoders.

physical distribution channels.

1 points

Question 2

_____ is the measure of the number of different audience members exposed at least once to a media vehicle.